For the first time, digital advertising will have access to all these technologies across a network that links advertisers and consumers through the integration of the creative with online, mobile and social channels.

“Digital technology has changed forever how we communicate,” he said. “Today’s announcement is a major step in oOh!’s digital strategy and accelerates the changes that digital technology is bringing to the out-of-home industry.”

According to Cook, the company’s new proprietary content management system creates a partnership of technology and content that provides advertisers with new capabilities to connect with consumers and achieve nationally-networked, mass-audience reach.

“The opportunities of how this can be used are limited only by the imagination,” Cook said. “Users will be able to play games, try on clothes virtually using gesture control and even choose their favourite components they’d like in a new car. They can take selfies using the panel’s high-definition Web cam and have them shared with friends and family.”

The connected technology also enables news and sports results, targeted announcements and community information to be published on the screens immediately.

“Our digital strategy is more than just converting existing inventory to digital signs,” Cook said. “It’s about creating a marriage of technology and content to provide immediacy to advertisers and connection with consumers.”

oOh! Media's newly appointed digital strategy director, Brendon Cropper, said the release of the new panels is an exciting evolution of the OOH sector globally.

“We’ve spent more than $1 million in the development of the EXCITE panels, which take the out-of-home industry to an entirely new level and set the benchmark for consumer engagement,” Cropper said. “We know that the offer of interactivity is appealing to consumers, from our experience with 33,000 consumers joining a touch to play game on the screens during a two-week campaign.”

“If advertisers bring the right content and messaging to their campaign, there’s a powerful combination there for them to cut down on the latency or lag time between them and the customer,” Tyquin said.

Participation formed part of a recent campaign by Meat and Livestock Australia (MLA), giving customers the ability to print recipes with the push of a button on ‘ShopaLite’ panels in shopping centres. The campaign was done in partnership with oOh!Media.

“When you get down to functional, we’re literally combining images of great meals and the ability for people to push and get those recipes instantly, knowing there is a shopping centre there dedicated to their meal plans and to get those products,” Cook said. “Again, it’s technology and people’s engagement capabilities that are changing the way we’ve used the medium.”

OOh!Media also recently rolled out a creative participation campaign for Lipton Ice Tea in New Zealand, where panels were set up in university and retail environments for four weeks and based the creative theme ‘it makes you cool’. When people touched a panel, a spray mist of water would come out and cool them down.

The latest announcement follows a suite of the company's recent partnerships with brands to leverage OOH advertising and drive brand engagement, including working with Porsche Australia to launch a new digital out-of-home advertising campaign that displays a targeted message to drivers of its luxury vehicles at Melbourne Airport.

In another recent activity, ooH! implemented a university product called hijacked.com.au, where content was created and curated by students and linked to native content by clients.

“In all these cases, new but different techniques were tracked, new revenue was attained but also new opportunities for advertisers to engage using the multitude of different technologies was being created almost daily,” Cook said.

oOh! is initially rolling out 50 sensory-based panels in centres across Australia in high-traffic sports such as food courts. The first advertiser to utilise the capabilities is Village Roadshow for its new release, Pan.

For the first time, digital advertising will have access to all these technologies across a network that links advertisers and consumers through the integration of the creative with online, mobile and social channels.

“Digital technology has changed forever how we communicate," he said. "Today’s announcement is a major step in oOh!’s digital strategy and accelerates the changes that digital technology is bringing to the Out Of Home industry."

According to Cook, the company's new proprietary content management system creates a partnership of technology and content that provides advertisers with new capabilities to connect with consumers and achieve nationally-networked, mass-audience reach.

“The opportunities of how this can be used are limited only by the imagination,” Cook added. “Users will be able to play games, try on clothes virtually using gesture control and even choose their favourite components they’d like in a new car. They can take selfies using the panel’s high definition webcam and have them shared with friends and family.”

Not only will they provide an interactive platform for advertisers to reach shoppers, but the connected technology enables news and sports results, targeted announcements and community information to be published on the screens immediately.

"Our digital strategy is more than just converting existing inventory to digital signs," Cook added. "It’s about creating a marriage of technology and content to provide immediacy to advertisers and connection with consumers."

oOh! Media's newly appointed digital strategy director, Brendon Cropper, said the release of the new panels is an exciting evolution of the OOH sector globally.

“We’ve spent more than $1 million in the development of the EXCITE panels which take the Out Of Home industry to an entirely new level and set the benchmark for consumer engagement,” Cropper said. “We know that the offer of interactivity is appealing to consumers, from our experience with 33,000 consumers joining a touch to play game on the screens during a two-week campaign."

“If advertisers bring the right content and messaging to their campaign, there’s a powerful combination there for them to cut down on the latency or lag time between them and the customer,” Tyquin said.

Participation also formed part of a recent campaign by Meat and Livestock Australia (MLA), giving customers the ability to print recipes with the push of a button on ‘ShopaLite’ panels in shopping centres. The campaign was done in partnership with oOh!Media.

“When you get down to functional, we’re literally combining images of great meals and the ability for people to push and get those recipes instantly, knowing there is a shopping centre there dedicated to their meal plans and to get those products,” oOh!Media CEO, Brendon Cook, said. “Again, it’s technology and people’s engagement capabilities that are changing the way we’ve used the medium.”

OOh!Media recently rolled out a creative participation campaign for Lipton Ice Tea in New Zealand, where panels were set up in university and retail environments for four weeks and based the creative theme ‘it makes you cool’. When people touched a panel, a spray mist of water would come out and cool them down.

The announcement follows a suite of the company's recent partnerships with brands to leverage OOH advertising and drive brand engagement, including working with Porsche Australia to launch a new digital out-of-home advertising campaign that displays a targeted message to drivers of its luxury vehicles at Melbourne Airport.

oOH!Media has also partnered with the liked of Meat and Livestock Australia (MLA) in its ‘ShopaLite’ campaign, a creative participation campaign for Lipton Ice Tea in New Zealand and Paspaley Pearls’ recent content-led airport campaign. In other recent activity, ooH! implemented a university product called hijacked.com.au, where content was created and curated by students and linked to native content by clients.

“In all these cases, new but different techniques were tracked, new revenue was attained but also new opportunities for advertisers to engage using the multitude of different technologies was being created almost daily,” Cook said.

oOh! is initially rolling out 50 new panels in centres across Australia with the first advertisers to utilise the capabilities being Village Roadshow for its new release, Pan.

The EXCITE screens are strategically placed in high traffic spots - giving a wide berth for interactivity and crowd viewing, plus a long viewing time - such as the food courts in Australia’s top shopping centres.

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

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